Newspaper Circulation

Newspaper circulation US

Source: Pew Research Center, 2011

Newspaper circulation UK

Since 2000,in the United States, over18,000 newsroom jobs

in daily newspapers have been lost

Source: Pew Foundation, State of the Media 2014

Newspapers: the end?

Where are all the readers going?

Where are the readers going?

The Internet

Where are the readers going?

• blogs• websites• social media• Craigslist (when it comes to personal ads)

FREE DIGITAL ON-DEMAND CONTENT

Ad revenue

High: 2000, $60 Billion….Low: 2011, $20 Billion

What’s behind the fall?

In 2010: For the first time, advertisers spent more on online advertising than on

newspaper ads

Source: Pew Research Center, 2010

Print and Online ad revenue

Pew Foundation, State of the Media 2012

What’s behind the fall?

cheap to produce online content

instantly accessiblehighly localredistributable

What’s behind the fall?

Change in culture: It is no longer viable to produce a single news product, in a fixed

time and a fixed medium, for a diversified marketplace that expects information to be personalized and

available on demand.

An example:

The American business traveller used to read the USA Today that he found in his Marriot

hotel room. Today those business travellers are likely

carrying a laptop, tablet or even just a mobile – on which they’ll access local or hometown

content. = end of sponsored distribution deals for papers

How to compete? And survive?

What’s behind the fall

• Newspaper industry slow to react• a culture of conservatism and fear of

failure• Lack of innovation in business and

content models• Bad newspaper management

Fighting the fall

• Going online• Going free initially

But then what?

Fighting the fall

But newsapers had their worst years in 2008 and 2009. Just

offering the same content for free online wasn’t enough.

For print news magazines it’s the same

Are PAYWALLS the answer?

The risk of paywalls

The risk remains that pay walls will drive down traffic and online ad

revenue.

Is GOING MOBILE the answer?

In 2011: Nearly half of newspaper readers — 47% — report that

they got at least some local news and information on a cell phone

or tablet computer.

Fighting the fall

• Going online• Going free Creating paywalls• Going mobile• Getting innovative (going multi-

media, creating original apps, going hyper-local, etc)

Newspapers: return from dead?

SOMETHING HAPPENED IN 2012

Newspapers 2012

The New York Times' daily digital circulation now

exceeds its daily print circulation

Newspapers 2012

Daily circulation for the 618 major US

newspapers rose 68%Source: Audit Bureau of Circulations

But is that going to be enough?

OK, so newspapers are dying.

What does it matter?Why do we care?

Newspaper values

independencefact-checkingsolid editingrespect for the copyrightpublic accountability provided by beat reportingpublic service journalism and investigative

reporting long-form journalism and story-telling

Is this the world without newspapers?

• End of long-form journalism• Even less accountability for politicians and

corporations• Less quality-control and lower standards• The end of the shared communal news

experience• A major shift in the news ecosystem where

newspapers used to be the foundation

The conclusion

The reality is that in 2014 newspapers are still not doing well. They are losing

money, scaling back, shutting down and there is no long-term solution for their

viability. The industry is still searching.

The potentially painful conclusion

A newspaper will be the equivalent of vinyl records for

your children.

A medium that had its time but no longer exists.

But just because newspapers die does not

mean the news business is dead.

Case Study 1: AOL’s Patch network

Case Study 2: Murdoch’s The Daily

Case Study 3: The Huffington Post

Case Study 4: Quartz

Resumé-writing for media/communications

How is it any different and why is it so

important?

Why are we even talking about your résumés?

DEVELOP A STRATEGY

who will be reading your resume and what are their concerns?small company?big company?very focussed industry or company?In brief…how can you, specifically, help them,

specifically?

THINK ABOUT STRUCTURE

Don’t just follow a classic career services resumé structure. Think about your strategy and the story

you want to tell, and then determine the best structure to tell that story.

What skills do you want to highlight?What experience do you want to highlight?Write an intro? Include special sections like client lists?

Publication lists?

THINK ABOUT LANGUAGE

Include as many industry buzzwords as you can throughout your resume, and include the specific job title wherever possible. Ex: a copywriter familiar with Internet writing might include terms such as SEO, B2B, or PRWHY? Many companies use sorting software to identify potential candidates for specific openings, and the software seeks keywords to identify appropriate resumes.

USE ENDORSEMENTS AND VALIDATIONS

Praise and evaluations of you given by others are probably more persuasive than anything you can say yourself.

Excerpts from Linked In endorsementsExcerpts from thnak you notesExcerpts from reviews of your work or annual

evaluationsAwards received

QUANTIFY WHEN POSSIBLE

Did you contribute to a success that is somehow measurable in…sales? traffic? attendance? buzz? reviews? What is the personal equivalent of a KPI in what you do…or want to be doing?

FOCUS ON THE IMPACT OF YOUR WORK

If it’s not quantifiable, then focus on the impact. If you can’t find

actual numbers for your work, look for other ways to describe your

impact.

FOCUS ON THE IMPACT

Why did you do what you did? What was the business or intellectual reason

behind your decision to write white papers for your company’s website or present a paper at a conference?

Why did you decide to add that new feature to your company’s newsletter?

Include your reasoning when talking about your accomplishments.

Why is it so important again?

• Shifting the perspective of your resumé can suddenly speak more directly to people you’re targetting

• Proving that you will add value to the company can, alone, boost your success rate.

• An effective LinkedIn profile can bring opportunities to you when you’re not even trying.

• Your new resume can also help you take control of the interview process and improve your success rate.

• Using just one of these tactics can increase responses, no matter what position you are applying for.

Sample: PR manager/director

http://media.newjobs.com/mm/usen/content/pdf/public-relations-resume-sample.pdf

Sample: New media exec

Sample: Graphic designer

Look at samples! Look online…

And look at Linked In!Coming up, next week…